Evolving LuxuryLaajuus (5 cr)

Intro

Have you ever wondered what makes something luxurious? From the ancient Egyptians to the present day, the concept of luxury has changed. But one thing remains the same. As fashion designer Carolina Herrera says, “Luxury will always be around, no matter what happens in the world”. This course will take you on a journey through the history of luxury to the contemporary understandings. You’ll explore the different factors that have shaped our understanding of luxury and learn why it’s so hard to define. By the end of the course, you’ll have a deep understanding of what luxury is. This knowledge is essential for anyone who wants to work in the luxury industry.

Learning objectives

After successful completion of the course, the student is able to:
1. explain the evolution of the luxury phenomenon
2. elaborate on the current perception of luxury in the contemporary world
3. distinguish different forms of luxury
4. contrast the complexity of perspectives with the definition of luxury in different contexts

Contents

1. History of luxury from ancient societies to contemporary understanding
2. Different forms of luxury, traditional, new, and unconventional
3. Fuzziness of the luxury concept
4. Luxury as a relative, subjective, and contextual concept
5. Evaluating luxury antecedents with brands, products, and services

Starting level and linkage with other courses

No pre-requirements. The course is linked with following courses: 1. Luxury consumers and consumption behavior (5 ECTS); 2. Leading Experiential Luxury Business and Marketing (5 ECTS).

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.